:- . .

.

. . . . . . . . . :1. ( ( " .

2- () " " .

3- . . . -------------------------------------------- .

. " ". .--------------------------------------------------- : :1 - 2 -

3 -

4 - : :1 / 2/

3/

4/

5/ 1984 1986 1990

-----------------------------------------------

() 3 3 Ps:

1- (Planet) : .

2- (People) : .

3- (Profit) : .

------------------------------------------------ : :- " "(Wasik 1996).

(Roper) :1. :

- 13 60% .

- 22% 54% .

- .

- .

- .

2. : .

3. . : -

- . - . - . .

- . :1- .2- .3- .4- .5- . : .

- . ( " ( ( ) ( ( - ).

. .--------------------------------------------------- :

1.

:

(Paying Customers) .

- (Providers) .- (Politicians) . (Pressure Groups) .

- (Problems) . - (Predictions)

- (Partners) :

2/ The Internal PS

: -

(Product) . (Green Products) . (Chloro Fluoro Carbon) . -

(Price) . .

- (Promotion) (Environmental labels) * :

1. ( ) ( ).

2. .

3. .

4. .

5. . 6. : .

7. : . (Place) ( ) (Two-Way) ( ) ( --------------------------------------------------------------------------- : .

1 2 3 4 5 .

---------------------------------------------------------------------------- : :1 - 2 - 3 - .

.------------------------------------------------ :

1/

2/ .

3/ .4/ : .

------------------------------------------------------------------------------ :

:

1. : .2. : . 3. : . 4. : . 5. : (Green Consumers) ---------------------------------------------------------------------------- :

4 :

1- : .

2- : . .

3- : . ( ) .

4- : . . . . . : " " :

. (Infinity) .. . (Finite Renewable) . (Finite Non-Renewable) .. .

. . . . 42% . (AT&T) (Burger King) (McDonalds) .

. . . :

... .

( ) .

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